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The purpose of this paper with pork as a case is to analyze Chinese consumer preference and demand for traceable food attributes, in order to provide a useful reference for Chinese Government in developing the safe food market and preventing food safety risks.

This research surveyed 1,380 consumers in seven pilot cities that designated by the Chinese Ministry of Commerce for the construction of a meat and vegetable circulation traceability system. A choice-based conjoint analysis and multinomial logit model were used to study consumer preferences and demand for traceable pork attributes.

The results demonstrated that certification of traceable information was the most important characteristic, followed by appearance and traceable information. Significant heterogeneity was obtained in consumer preferences for the attributes of traceable pork. Also, consumers’ preferences for traceable attributes were memorably influenced by age, education level, and income level.

Based on these results, the government should encourage and support the production of traceable food with different certification types and different traceability levels. Meanwhile, the development of food traceability systems should be combined with a quality certification labeling system.

This study extends the applicability of the setting of traceable food attributes and levels in China, and it will improve Chinese food traceability systems through multilateral cooperation.

The purpose of this paper is to reveal the actual consumer demand for traceable pork by investigating consumer preferences for pork with combined levels of traceability information based on differences in individual consumer preferences, in order to support the government in decision making regarding the gradual construction of safe food markets.

Combinations of four types of traceability information, including farming, slaughter and processing, distribution and sales, and government certification, with price were randomly designed. To identify consumer preferences for these attribute combinations of traceable pork, 215 consumers in Wuxi, Jiangsu Province were investigated using a real choice experiment and the mixed logit model.

Significant heterogeneity was observed in consumer preferences for traceable pork. The information of farming, slaughter and processing, distribution and marketing, and government certification could significantly improve consumer utility. Moreover, consumers had the highest preference for government certification information.

Although numerous studies have been performed on consumer preferences for food safety attributes using a real choice experiment, almost none of them focus on Chinese consumers. Therefore, this study is an attempt to fill this gap. The conclusions of this study can serve as a reference for the Chinese government in developing safe food consumption policies. Although Chinese consumers have cried out for improvement of pork safety, they have different preferences for traceability information; thus, the government must promote traceable food step-by-step, using consumer preferences as a starting point.

Based on the involvement and customer-delivered value theories, this paper proposes a comprehensive framework with which to examine the relationships between food traceability system, consumer perceived value and purchase intention. The study also investigates the moderating role of consumer expertise in the relationship between food traceability system and perceived value.

Survey approach is the primary data collection tool, through which a total of 238 useable responses were obtained. Structural equation modelling is employed to examine the hypothesized relationships among all variables.

The findings show that the information quality, perceived reliability and product diagnosticity of food traceability system affect consumer perceived value, and the perceived value and purchase intention are positively associated, while consumer expertise acts as a moderator on the relationship between food traceability system and consumer perceived value.

This study sheds light on how consumer perceived value of food traceability system can enhance their intention to purchase traceable food. It contributes to the theory of customer-delivered value and involvement as well as traceable product marketing strategies. From a managerial perspective, guidelines are provided for traceable food producers and marketers to implement reasonable strategies to attract consumers to purchase and promote the sustainable development of food industry.

The prime aim of this paper is the identification and prioritization of performance indicators, which motivate the development of an Internet of Things (IoT)-based traceability system for the agriculture supply chain (ASC). Also, this research aims for checking the robustness of obtained results.

Ten performance indicators have been identified based on the five “criteria in the IoT-based traceable system”. Further, based on five criteria, performance indicators were ranked by using grey-based “Additive Ratio Assessment”.

Sustainable practices obtained first rank, and certification of agri-products obtained worst ranking. Further, based on sensitivity analysis, tracking of agri-products and stakeholders' behavior have found high sensitivity. Also, information sharing and global distribution networks have found the least sensitive performance indicators.

This research has some limitations of taking only a few criteria and alternatives. This study may also contribute as a practical insight to the practitioners and managers in decision-making in the adoption of an IoT-based traceable system within the ASC.

This research may motivate the implementation of an IoT-based efficient traceability mechanism that improved the sustainability and consumer's trust in the ASC during different types of hazardous activities and other outbreaks (COVID-19). Also, this research has provided a theoretical insight based on the dynamic capability theory (DCT).

Following the standard practice of using nutrition claims to denote food functionality, this study empirically explores Chinese consumers’ willingness-to-pay for functional processed meat products by using three nutrition claims (namely “increased calcium,” “containing omega-3”, and “reduced salt”) made on pork sausages. It also aims to outline the typical characteristics of Chinese consumer segments based on preferences.

A choice-based choice experiment is utilized to investigate Chinese consumers’ valuation on attributes of interest regarding functional sausage products. First-hand data was collected in the two cities of Xi'an and Beijing.

There are market potentials for domestic and/or imported functional processed meat products among Chinese consumers. Nutrition claims made on pork sausages are appealing to Chinese consumers, and therefore, monetarily rewarded by them. Being imported from a more developed country of origin could both positively and negatively impact consumers’ WTP for nutrition claims made on pork sausages. Furthermore, specific functional modification strategies should be taken into account when addressing different segments of the Chinese market. In addition, regional impacts between Xi'an and Beijing are implied in terms of consumers’ valuation for functional pork sausages.

Limitations in the current study are mainly two folds. First, the WTP estimation magnitudes are subject to a hypothetical bias by using a stated preference approach. Second, this study only focuses on pork sausages to explore consumers’ perceptions and selects three nutrition claims among many other relevant options.

Implications are provided for meat marketers and for Chinese official food policymakers, such that promoting meat products with a nutrition claim is an attractive marketing strategy for foreign food manufacturers in China, and more reformulated meat products with better nutritional compositions should be allowed in the Chinese market.

To the best of the author’s knowledge, this research is the first to fill in the literature blank on investigating the consumers’ valuation for functional meat in the emerging market of China. Because when taking Chinese consumers as a target market and evaluating their perceptions of food quality-related labeling and certifications, the existing literature is mainly limited to topics of product safety, organic/green products, and geographical origins. However, nutrition claims, as marketable credence attributes that associate closely to the main characteristics of the functional food products, have been explored to a much lesser extent among Chinese consumers.

This paper explores how the blockchain food traceability system (BFTS) affects consumers' affective brand commitment and subsequent willingness to pay premium prices.

From February 11 to May 23, 2023, this study collected data from 236 Chinese customers, who had purchased blockchain-traced food in Jingdong Mall within the past three months. Structural equation modelling was used to analyse the data.

The main findings were as follows: (1) BFTS information transparency, information immutability and product diagnosticity are significant predictors of consumer-perceived trustworthiness; BFTS information transparency, product diagnosticity and product safety are significant predictors of consumer-perceived informativeness, (2) Perceived trustworthiness and perceived informativeness build consumers' affective brand commitment, (3) Affective brand commitment affects willingness to pay premiums and (4) Health consciousness positively moderates the relationship between consumers' affective brand commitment and willingness to pay premiums.

This paper complements the research on consumer behaviour in the BFTS, and the research results provide important enlightenment for guiding food enterprises to formulate reasonable and perfect marketing strategies of blockchain-traced food.

This study aims to explore and describe the main enabling factors affecting the implementation of blockchain technology (BCT) in a strategic sector such as the wine industry, as well as the motivation behind this choice.

In light of the novelty of the phenomenon studied, a case study approach was adopted analyzing three Italian wineries. A conceptual framework, based on the dynamic capabilities, absorptive capacity and dominant logic theories, was developed. Primary and secondary data were collected.

Results show that wineries working in a highly dynamic and competitive market invest more in knowledge acquisition and internal assimilation and less in transformation and exploitation of acquired knowledge, in particular preferring to outsource the application phase of BCT. The particularity of the wine industry, indeed, demonstrates the existence of hybrid alternatives in which exploration and exploitation processes can be balanced. These findings confirm the value of the conceptual framework developed to explain how wineries implement BCT in their business.

The present work must be considered in light of the research scope and its qualitative nature.

Findings suggest that the adoption of BCT depends on the wineries’ ability to invest more in effective knowledge management systems to acquire and assimilate knowledge internally and in managerial skills and dominant logic that become strategic resources that can improve their innovation performance.

Compared to previous studies on BCT adoption in the wine industry, this work helps us to better understand how wineries implement BCT as it focuses on their ability to acquire, manage and capitalize on the flow of knowledge, as a strategic resource, which forms the basis for creating dynamic capabilities and value. Findings are of interest to develop strategies aimed to ensure the effectiveness of this innovation in a strategic sector.

The purpose of this paper is to discuss the evolution of the food traceability system in China, examine factors that affect consumers' perception of a food traceability system, and determine their willingness to pay for having the system.

Beijing, one of the largest pork markets in urban China, was chosen and 400 consumers were randomly interviewed using questionnaires and finally a logistic model was employed to analyze consumers' willingness to pay for traceable pork.

The authors found that consumers' perception of pork traceability system is subject to a comparatively low level. Purchasing of traceable pork is affected by gender, self‐evaluation of health, awareness of the traceability system, concern about food safety, and the stochastic price willing to pay.

The paper is the first to quantify Chinese consumers' valuation for traceable pork and it helps pork producers and marketers understand consumers' willingness to pay a small premium of 4.5 RMB/kg (0.7 USD) for traceable pork. This finding has imperative policy implications that could help the government deal with the high cost associated with the use of a pork traceability system.

The purpose of this paper is to examine consumer attitudes toward and willingness to pay (WTP) for traceability of tea in China.

The authors used the payment card method to elicit WTP for certified traceable tea and logistic regression model to analyze the factors that affected consumers’ WTP.

The results revealed that most consumers in China were concerned over tea safety; however, their WTP for certified traceable tea was limited. Only income and the degree of concern over tea safety affected the consumer’s WTP for certified traceable tea greatly. When it came to consumers’ WTP a positive price premium, income level, education, and attitude toward traceability of tea significantly influenced the actual premium consumers were willing to pay.

The Chinese government and tea producers should pay attention when implementing tea traceability system. First, raising the consumers’ income contributes to the premiums that consumers are willing to pay for certified traceable tea. Second, social groups, consumer organizations and tea producers should popularize knowledge of tea traceability. Third, given the low price premiums that consumers are willing to pay, the establishment of viable traceability of tea in China requires the producers and the government to bear some of the cost associated with the implementation of this system.

In past studies on WTP for certified traceable food, the study is focussed on meat in developed countries, and the research has expanded range of study, by conducting a survey in China to determine consumers’ WTP for certified traceable tea, and by empirically examining the main factors that influence the willingness of consumers to pay a price premium for certified traceable tea, as well as the premium that these consumers are willing to pay.

Given the increasing industry interest in blockchain technologies for supply chain management and product traceability, this paper aims to investigate consumer purchasing intentions for blockchain traceable coffee and their psychosocial antecedents, utilising an extended model of the theory of planned behaviour (TPB).

An online questionnaire study of 123 participants was deployed, using two traceability systems (one based on blockchain and one on a more established traceability certification) for organic coffee.

Adding variables such as environmental protections, trust and habits significantly increased the predictive power of TPB. The results suggest that attitude, perceived behavioural control and environmental protections drive intentions to purchase blockchain traceable coffee.

Apart from establishing the factors affecting consumer intentions for blockchain traceable coffee, this study validates the TPB as a model of explaining coffee purchasing intentions and provides evidence of new variables that can significantly increase the model's predictive power.

The proposed format of presenting traceability information along with the significant variables revealed in our study can function as a guide for designing product features and marketing strategies for blockchain traceable organic coffee. Increasing consumer awareness on product traceability will also play a crucial role in the success of these products.

This study is the first to explore consumer purchasing intentions for blockchain traceable coffee and establish the psychosocial variables behind them contributing, in that way, to an understudied area in academic literature as well as providing insights for a more consumer-centric design of such products.